Ditching Corporate to Become a Storyteller Through Photography: Meet SF-based Photographer Vanja Markovic

By Emily Merrell

After figuring out the classic “American Dream” no longer worked for her, Vanja Markovic decided to go on a journey of self-discovery. She realized photography was her calling. After mastering the technical aspects, Vanja discovered her second passion of storytelling through brand photography. Now, she helps entrepreneurs with brand recognition by telling their visual stories. Read more to find out what advice Vanja has to offer for photographers and entrepreneurs. 

SDS: Before you were a photographer you led a different life. Share with us your journey to becoming a photographer. 

VANJA MARKOVIC: It’s a long story, how much time do you have? 🙂

As a war refugee from Bosnia and Herzegovina who came to the US at 18, I struggled with not belonging (even before that) and my attempt to belong was to create the “American Dream”. A business degree, a career in the Silicon Valley, a six-figure salary, a house, vacations and everything I thought I wanted. But slowly, anxiety and depression crawled in and I found myself deeply unfulfilled and unhappy. I questioned my purpose here on earth. And then I went on a journey of self-discovery and mindset shifting. Why am I here? What is the meaning of life? How can I live with more joy, authenticity, confidence, courage and creativity?

I found my answers from those who were ahead of me on a similar path of self-discovery, who knew more and shared. This journey led me to the magical land of Bali for healing through yoga. It led me to sell most of my belongings and travel for 8 months through Southeast Asia, India and Europe with my partner. It led me to meditation at the Osho center in India. 

All the wisdom I soaked up, skills I learned and discomfort and uncertainty I felt, led me back to the San Francisco Bay Area where I contacted my photographer friend Hana to shadow her at one of her sessions. She graciously agreed. When I got into her car, she said: “So, you want to do photography?” It caught me off guard. I didn’t really think about it that way, but when she said it, it made sense. “Maybe”, I said. And that’s how it started. I built a “coming soon” website and I started referring to myself as a professional photographer. My friend Evan graciously agreed to have me as an assistant photographer at one of his weddings, my first wedding. I felt deep down that photography was my next chapter. 

The photography part wasn’t really a surprise. I’ve always been a photographer (even when it wasn’t at the professional level). I have boxes full of photos from gatherings, birthdays, travel, etc. From simple film cameras to low end to high end digital cameras. Storytelling through photography is just part of my life. I also enjoy “hiding” behind the camera. As an introvert, it has always been a safe space. I get to be part of the action through my lens.

The surprise was that I would leave behind the career I spent years creating in order to do something completely different. But I knew myself. I had done the work. I listened to my inner voice and I felt that this was the path. By starting my photography business, I gave myself permission to leave behind what “I should be doing” and instead “do what makes me happy”.

I love people. I love seeing and documenting their stories. I love seeing things from a different perspective. I love empowering people. I love seeing the confidence my clients feel when they see their photos. I love capturing love moments. I love feeling joy every day doing something I love. Even on bad days, I can close my eyes and see the big picture. I’m here for a reason. I’m here to change people’s lives and to help others heal through my creativity, stories and experiences. And the journey continues…

SDS: As a photographer, what’s your favorite part of capturing images? 

VM: I love telling stories and capturing emotions through photography. There’s magic in freezing time that way. And the story can be simple or complex. It can be a magical wedding or the fascinating story of a female entrepreneur – who they are and what they offer to the world. All  stories matter and I get to capture them. How lucky am I?

SDS: What was the biggest hurdle to launching your photography business? Any advice for newbies? 

VM: Booking clients. I felt like I took all the right steps. At the beginning, I would stay up until 3am reading, researching and learning. I am a self-taught photographer and I’m really techy. In the beginning, I quickly learned the technical parts of my professional photography business (professional equipment, camera, shooting in manual, editing, web design, etc). I went to seminars. I second shot a lot. And I still wasn’t booking. The problem was not my business, but my mindset. 

First piece of advice: Work on your mindset. 

Mindset is everything. I transformed my life when I learned how to create my life, the life I have today. It took working on myself, digging deep, reprogramming, learning how to shift my mindset from one of scarcity and negativity to one of abundance and seeing the good in everything.

A few months after starting my business, I signed up for a mentoring session with Samm Blake, a New York wedding photographer. Her work is what inspired my wedding photography. Her work has a unique and authentic voice and the storytelling approach aligned with mine. After chatting about the mentorship, she graciously offered to have me at two of her New York weddings as a second shooter and assistant. I was so lucky to have had that experience early on in my business. And it took courage and trust to pay for the mentorship AND two trips to NYC. Trust that this is my path.

Second piece of advice: Get help. 

Figure out what your blindspots are and invest in coaching. It can be anything from perfecting your craft, to business, branding or mindset coaching. It will set you up for success (however you define success).

And then last year, Covid hit. I was stuck again.

So I decided to hire a personal brand strategist to help my business (and me!) have a clear voice. I deliberately chose someone who wasn’t in the photography industry. I wanted a new perspective. In the middle of Covid and without an income, I invested $6000 in a 3-month program. 

At this point, I had been working on my mindset for years. I knew that following my inner voice would take me to the right place. I felt like this was going to take me and my business to the next level. Soon after finishing the program, I started booking dream clients. I also added a new service as a result of the program, personal brand photography, which brings me SO much joy. I get to work with female entrepreneurs and I get to help them shine online, tell their story and feel confident showing up.

Third piece of advice: Make a plan, but be flexible. 

Everything is always changing, and so are we. Be open to new ways of doing things. I’m multi-passionate, like many entrepreneurs. Looking back, I think I created blocks for myself (and potential clients) because I put myself in a box as an only-wedding-photographer. I love it! It makes me happy! But I also love personal brand photography. 

I’m now launching a mindset group coaching program, which requires stepping into new, exciting shoes. But I have the right mindset and I give myself permission to follow my inner guidance. I don’t have to box myself in. I can be authentic. I can be ME. And do a few different things.

Fourth piece of advice: Be authentic, be YOU. 

Dig deep to figure out who you are and be you. Get inspired by those who have been on a similar journey and then create your own path.

Fifth piece of advice: Find networking groups that speak to your soul. 

It’s so important to meet people who speak a similar language, in my case entrepreneurs, soul-preneurs, photographers, creatives. Not all the time, but I do think we need to be surrounded by ALL people, ALL opinions, ALL professions. And at the same time, I know from experience that being an entrepreneur can get lonely. 

Creating authentic relationships with people who understand what I’m going through inspires me and it takes me to the next level. Plus, it brings me clients who align with who I am and why I do what I do. Win-win!

Last piece of advice: Give yourself and your business time and space to create something from your heart. 

I don’t believe in fast-overnight-anything. All good things in my life took time. We’re simplifying many things in life, and that’s ok. It makes our lives easier. But some things are complex and need time and space to grow. Like our businesses. Don’t forget to see the big picture and enjoy the process! Life (all parts of it) are meant to be enjoyed.

SDS: For those interested in getting photos, what are your tips on making the process easier/more comfortable? 

VM: This is very simple: find a photographer you align with. Even though the photographer is running the photography show (and sometimes it’s a circus), it’s really a co-creation that takes a lot of planning. Chat with a few photographers and ask about their process. I believe in collaboration. 

When it comes to personal brand photography (but can be applied anywhere), we meet to discuss the vision. The client goes through an in-depth questionnaire and we meet again for a few hours to plan out ALL the details (location, outfits, props, values, mission, story, lifestyle). During the photography session I’m there to hold space and manage all the details so that my clients can be relaxed, authentic, playful and spontaneous. It’s normal to be nervous. It just means you care. But with the right people around you, the nerves dissipate. It’s a fun adventure. 

And it’s not one and done. You learn something new during every photo session and then you apply those lessons to the next session. I schedule my own personal brand photos twice a year and that feels good to me. Others do it once a quarter or once a year. It all depends on your needs. However often, have fun with it. Experiment and do things outside the box. Get inspired by others and then do it your way.

SDS: How do you find inspiration in your work? 

VM: I find inspiration in life and my life is more than just my work. It was after an intense 4-day Tony Robbins seminar that I learned to pay attention to and nurture all the parts of my life. He has this wheel of life that opened my eyes. The areas he identified are: emotions and meaningful relationships, time, work/mission, finances, celebration, contribution, physical body. 

Inspiration comes from all of these areas. All those areas need to be nurtured and all those areas can be inspirational. I get inspired by motivational speakers and those who walk the talk. My partner. Our puppy Simba. My sister, my parents, my friends. Music. Photography. Traveling with photography. Journaling. Tarot. Nature. Smoothies. Real life (vs. online). My clients and their stories inspire me. My morning pages. Affirmations. Dancing. Art. Yoga. Healthy food. Books. Coaches. Healers. Museums. And new adventures! I’m always up for new adventures.

SDS: Lastly, where can we learn more about you and any exciting new offerings? 

VM: The best way would be in person! I love meeting new friends at cute cafes. Online, you can find me on Instagram stories sharing my work and my life. Schedule a mindshift call with me and check out these six steps to clarity and meaning. 

I’m also launching a 14 week group mentoring program this fall/winter. It was born out of a desire to share what I’ve lived and learned (and it’s a lot!) and it’s full of heart and soul. I spent a year creating it (all good things take time) and I’m excited to share it with the world. 

It’s full of support, tools, inspirational stories, affirmations, community, witnessing, permission, creativity, encouragement and transformation. I believe in the power of journaling (it transformed me) and thus I created a workbook that will help us all do the work and stay on track. My mission is to empower women to create and live the life of their dreams. If I can, a refugee from Bosnia & Herzegovina stuck in victim mode for a very long time, everyone can!